Exploring the influence of media exposure and cultural values on Korean immigrants' advertising evaluations

Seung Jun Moon, Michelle R. Nelson

Research output: Contribution to journalArticle

Abstract

This study investigated how mass media exposure and cultural values influence Korean immigrants' responses to models in print advertising. In a between-subject design, participants viewed advertisements featuring either Caucasian or Asian models. The results of structural equation modelling show that there are significant relationships between mass media exposure, cultural values, and attitudes towards advertising models. Media exposure and cultural values predict attitudes towards advertising models, such that Korean immigrants who are exposed to Korean mass media and demonstrate Korean values show positive evaluations of Asian models, whereas Korean immigrants who are exposed to American mass media tend to show positive evaluations of Caucasian models. Results are explained according to acculturation processes within the Social Cognitive Theory and Communication Accommodation Theory (CAT).

Original languageEnglish (US)
Pages (from-to)299-330
Number of pages32
JournalInternational Journal of Advertising
Volume27
Issue number2
DOIs
StatePublished - Jan 1 2008

ASJC Scopus subject areas

  • Communication
  • Marketing

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